December 24, 2014 @ 10:33:00
Owning Your Competitive Advantage
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Fresh entrepreneurs very quickly realize that the most important part of their business is getting enough people to buy from them. You may be amazing at what you do but if nobody buys from you, you’ll be broke. Whether you are reaching out to your prospects through social media, website, cold calls, newspaper ads, or face-to-face networking, you need a compelling marketing message.


Your marketing message may only succeed if it does two things:

  • it must clearly explain how you’re different from everyone else who does the same thing (your USP, or unique selling proposition); and
  • allow people to remember who you are (your branding).

If even one of these two pieces is missing, you have a problem. What’s the point of remembering who you are if you are no different from everyone else? If your message is, “My name is John Smith, I’m with Evil Clowns Accounting Ltd., and I do accounting,” don’t expect thousands of clients to reach for their wallets just because you have chosen a silly name for your business.

On the other hand, even if you have the best offer on the market but no one can remember who you are, how are people supposed to find you? Imagine your potential clients chatting: “Do you remember the name of this guy who came up with this amazing way to do your corporate accounting in 20 minutes a month or less, guaranteed, for free?—Nope.—OK, who else is there?”

Having a compelling USP is a given. It’s what makes you money. But the more competitive your industry, the more you need to develop branding that would stand out and be remembered.

Again, people buy from you not because you’re a great plumber, an amazing accountant, a brilliant carpet cleaner, or an outstanding chef. They buy from you because you managed to create a compelling message that your customers like, understand, and remember. You came up with a remarkable brand.


OK, let’s say you figured out what your USP is and came up with branding that sets you apart from your competition. You realize that this powerful combination of your brand and your USP is your strongest competitive advantage.

Now you need to protect it. Just as you wouldn’t leave a suitcase full of cash unattended in the middle of Times Square, you shouldn’t leave your business assets unprotected.

This has nothing to do with lawyers’ fear mongering. This is just common sense. If you have something valuable, you do what it takes to maximize its value. If you make money as a photographer, you’d take care of your camera. If you make money fixing screens for the new iPhone, you would protect your supply chain for replacement parts. If you make money as a copywriter, you would treasure your collection of templates. Right?

If you’re a business owner who makes money because you have a remarkable brand, you owe it to yourself and to your business to protect it.

How? You trademark it!

You can trademark the names of your products and services, logos, and taglines. Depending on the type of your business, some types of trademarks would be more valuable than others.

With a registered trademark, you can legally prevent your competitors from using identical or similar names, logos, or taglines anywhere in the U.S., Canada, or any other country where your trademark is registered. Nobody will be able to register identical or similar marks. You will save tens of thousands of dollars if you ever need to defend your rights in court. Finally, with an ® next to your brand, you will be taken more seriously if you decide to franchise, license out or sell your business.


The first step in your trademarking journey will be getting clear as to whether your brand is trademarkable. Not all brands are created equal. Not all trademarks can be registered. While trademark registries are open to the public, it takes more than finding (or not finding) your brand in the list to decide whether it’s registrable. You should have trademark professionals do a proper search for you. Yes, most firms will charge you somewhere between $200 and $300 for the search, but the good news is that now you can order your trademark search, FOR FREE, through Trademark Factory®. And it\\\'s not just an automated database search. You get real human trademark professionals do the search for you and walk you through the trademarkability report over the phone.

To get started, just go to, fill out the form, and in a couple of days, you will receive a professional opinion if your brand is registrable. That easy!

And no, you are under no obligation to buy any services if you order the search.

So if you have an unprotected brand, what are you waiting for? Find out if your brand is trademarkable and protect it!

Don’t squander your brand! Don’t let your competition eat your lunch! Don’t settle for survival mode, dare to believe that you can build a great business, not just something that pays the bills.

Categories:Intellectual Property:Trademarks
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